When most people think of out of home (OOH) advertising, they think of the ubiquitous billboards along the highway or on the side of a city building. But OOH has become far more than just these big, bold signs. OOH ads can pop up on bus stops, taxi cabs, benches, and the floors and corridors of shopping centers.
According to a 2013 Arbitron Out-of-Home Advertising Study, Roughly 9 in 10 Americans age 18 or older travel by car or public transportation. And, the average time spent traveling is over 20 hours per week. That’s a considerable amount of time spent out of the home. The same study found that over two-thirds of travelers make purchasing decisions at a location other than their home at some point during the week.
These numbers speak to incredible opportunities for advertisers. If you haven’t included OOH into your media mix, here are 5 reasons why you should consider doing so for your next campaign.
Unlike other advertising mediums, consumers don’t really have a choice as to whether or not they see OOH ads. Because OOH ads are part of the environment, and can’t really be ignored, they offer much more impact for your campaigns and for a longer period of time.
Placing ads in other mediums, like on television or in a magazine, means you’ll be vying for consumer attention amidst a sea of other messaging. But, unless you place it in the middle of Times Square, an OOH ad doesn’t really have to compete. Plus, because these ads tend to be larger and far more creative and engaging, they naturally draw attention.
OOH is More Cost Effective Than You Think
In a recent study, the Outdoor Media Association found that OOH delivers a high ROI in all categories. And, the higher the budget spent on OOH ads, the larger the return.
It simply costs less to reach 1,000 using OOH. For instance, online ads can cost over $15 for one thousand impressions, magazines can cost over $20 per thousand, and a spot on cable broadcasting can cost between $22 and $25 per thousand. Compare that with OOH’s $3 - $9 per thousand impressions and you see how effective your ad spend can be when spent outdoors.
If you’re trying to reach a broader audience, OOH is an effective marketing platform. Because of where they live, these ads can reach those who may otherwise be hard to reach, like busy travelers and low income consumers.
According to the Outdoor Advertising Association of America, OOH can significantly improve reach of other channels at a lower cost. For instance, it can increase reach by 18% for TV and up to 316% for mobile ads. OOH has the power to drive consumers to search a brand, interact with it, and make a purchase.
It Impacts the Path-to-Purchase
Location, location, location. It’s not just the key to real estate, it’s the key to OOH as well because it impacts across all stages of the path-to-purchase. According to APN Outdoor, 70% of purchases actually occur outside of shopping and retail centers. And, research by Outdoor Media Centre (OMC) suggests that OOH is the medium most seen by consumers in ‘the last window of influence’ before they make a purchase.
Consider Using OOH in Your Marketing Mix
When combined with other channels in an integrated media plan, OOH can extend reach, drive consumer action, and at a price point that leaves room for a large return on investment. This is most likely why OOH is the fastest-growing advertising media around and why you should consider it for your next campaign.